to our message and our delivery — butnever about being creative in trying toget around Medicare guidelines,” Hiltonsays. “It’s important to explain changesto Medicare laws as simply as possible toconsumers and ensure we’re giving themthe best information and product pos-sible.”Baby boomers aren’t going anywhereanytime soon. An American turns 50every seven seconds — more than 12,500every day — according to the U.S. Cen-sus, and the AARP predicts that thoseages 50 and older will represent 45 per-cent of the U.S. by 2015. Recognizing thepower of this consumer group — as wellas the far-reaching abilities of direct re-sponse — is key to health care marketers’future success.

“When one recognizes that there are
100 million Americans over the age of 45,
it becomes more apparent that marketing
and advertising to this group will become
more blended with other segments,”

Like other vertical markets, the health
care industry is keeping a close eye on
the future opportunities afforded by social
media and mobile. “The way people are
gathering their information is changing
and the market is trying to keep up,” says
Jeff Herman, product manager at CPM
Marketing Group. “Apps on smartphones
are making it much easier for people to
get personalized information in the way
they want it, and it seems an appropriate
segue into what we’re doing here.”

Pruett says. “Health marketers should ap-proach this group as smart buyers with akeen focus on quality.”What many in the industry agree on,as well, is that health care marketers haveone consistent strength on their side:Their message is more often than notbeneficial to consumers. That coupledwith effective DR channels leaves themarket ripe for health marketers’ taking.